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Don't Look Back In Anger - the episode where we look back at the biggest stories we covered on The Singles and see how those brands have gotten on this year. So What happens after the marketing headlines fade? Let's we revisit some of the biggest brand stories of 2025 — and test them against what actually changed over time. Using always-on brand health data from Tracksuit, Conor Byrne is joined by Dan and Jasper to look back at Tesla, American Eagle, Rhode, and Deliveroo, six to nine months after the noise. Not opinions. Not predictions. Just evidence of where attention turned into demand — and where it didn’t.
Across very different categories, a consistent pattern emerges: “The campaign didn’t hurt sales — but the brand is weaker than it was.”
In this episode, we explore:
This is a conversation is about thinking about long-term demand, pricing power, and resilience not just quarterly performance. If you care about the gap between being noticed and being chosen, this episode is for you.
02:40 – Tesla: innovation without reassurance
11:40 – American Eagle: sales hold, brand weakens
17:45 – Rhode: scaling without dilution
23:05 – Deliveroo: preference in a default-driven category
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Which Christmas ads did Irish viewers love in 2025?
In this special Christmas edition of That’s What I Call Marketing, Conor Byrne is joined by Ciara Reilly from Red C Research, Linda Bradley (Head of Planning, Diageo Ireland), and Marc Smith (Global Director of Insights & Analytics, Mark Anthony Brands) to reveal the Top 20 Christmas Ads in Ireland, as ranked by real consumers on the Red Star testing platform.
We analyse the biggest festive campaigns of the season, including:
Tesco, SuperValu, Lidl, Spar, Sky Mobile, An Post, Vodafone, Boots, Dunnes Stores, Home Store + More, M&S, Woodie’s, Eason, Aldi, Amazon, and Coca-Cola.
Across the episode we explore:
• Why some Irish Christmas ads performed far better than expected
• The surprising gap between marketer opinion vs consumer reaction
• What emotional storytelling gets right and wrong at Christmas
• How branding, memory structures and fluent devices shaped the rankings
• Why consistency helped brands stand out
• The role of humour, reality, nostalgia and AI in this year’s festive campaigns
Whether you work in marketing, advertising, strategy, media, or creative, this deep dive into the best Christmas ads of the year reveals what truly resonates with audiences and what doesn’t.
🎄 Brands discussed: Tesco, SuperValu, Lidl, Spar, Sky Mobile, An Post, Vodafone, Boots, Dunnes Stores, Woodie’s, Home Store + More, M&S, Eason, Aldi, Amazon, Coca-Cola.
📍 CHAPTERS
03:03 The lowest ranked ads
05:18 John Lewis debate emotional truth vs emotional fit
07:41 Functional ads & the problem of “sameness”
13:28 Sea Swim: why it keeps winning hearts
15:27 Sky Mobile & the Roy Keane effect
17:23 National Lottery: a new less fun direction
21:25 An Post Tin: Man does the story need a new chapter?
23:33 M&S Food: when style overtakes substance
26:20 Home Store + More the surprise hit
27:56 Coca-Cola Holidays Are Coming (AI version)
30:56 Dunnes Stores Shine Bright: the craft that endures
32:50 Aldi & Kevin the Carrot: did they need a 3 parter?
36:00 Eason: an emotional standout
38:56 Amazon: a global festive story returns
41:54 Woodie’s crowned #1 in Ireland https://www.youtube.com/shorts/22prv5XcpSM
44:50 The panel’s all-time favourite Christmas ads
Check out the Red Star Testing Platform https://redcresearch.com/product/red-star/
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The episode begins with the new Netflix × Spotify partnership, where Spotify's video podcasts will sit on Netflix from 2026. Conor, Dan and Jasper discuss what this means for streaming, how it challenges YouTube’s dominance in video podcasts, and why Netflix’s broad familiarity.
Next, the conversation moves to banking in the UK, where legacy brands like Barclays face pressure from digital challengers including Monzo, Revolut and Wise. Tracksuit data shows Barclays’ awareness remains high at 89%, but consideration and investigation are slipping — especially among 18–34s — as Monzo builds strength through simplicity, transparency and real-time product features. The team unpack why refer-a-friend programmes, user experience, and “is for people like me” perceptions are shifting the category.
The third story looks at Movember and Rebel Sport in Australia, exploring how both brands use emotional connection, identity and community to drive engagement. With Rebel’s awareness falling from 79% to 75% and usage also declining, the team discusses why emotional relevance matters, how Rebel’s “Town Without Sport” campaign reframes sport as cultural belonging, and how Movember has evolved into a global identity brand around men’s wellbeing and shared participation through the iconic moustache.
The episode closes with a debate about Coca-Cola’s AI-generated Christmas ad, the role of distinctive brand assets, and whether AI is truly “pushing the boundaries of creativity” or simply versioning existing ideas. Conor challenges Coke’s framing, while Dan and Jasper discuss industry reactions, production choices and early System1 results from this year’s work.
Whether you're a brand leader, strategist, or marketer working across multiple markets, this month’s Singles offers grounded data, clear examples, and practical discussions shaped by Tracksuit’s real-time brand metrics.
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First Aired 23rd Dec 2023, this is the never before told story behind the making of the iconic Guinness Christmas Ad. Tom Kinsella, Damian Devaney, Mark Nutley and Pat Hamill who were part of the team client and agency side that made this ad join That's What I Call Marketing to talk about creating what has become one of the greatest Christmas Ads of all time. We discuss the development process, challenges encountered, and the enduring success of the ad after its release. The conversation highlights the power of creativity, the critical role of collaboration between agencies and clients, and the essential element of investing time and effort into crafting an impactful advertisement. Some key moments include
But there is a tonne more, the power of music, the emergence of the line at the home of the black stuff, sweating the small stuff, investing in brilliance. So enjoy this episode about a story that has never been told. Special mention to the many others involved in the project:
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CMO's Katherine Melchior Ray & Nataly Kelly dive deep into the nuances of global marketing . Both are experienced global CMOs and authors of the book 'Brand Global, Adapt Local.' They share their insights on the complexities and rewards of building a brand that balances global consistency with local relevance. From discussing their extensive backgrounds in various industries to examining successful case studies like Kit Kat and Kerry Gold, Katherine and Natalie offer valuable frameworks and strategies for marketers aiming to expand globally. This episode is brought to you by Tracksuit, the affordable brand tracking dashboard covering over 25 countries. Tune in to learn about the challenges and rewards of global marketing, the importance of cultural intelligence, and the role AI might play in the future of marketing. Don't forget to leave a review and share this episode with your marketing community!
02:35 Katherine's Global Marketing Experience
04:32 Natalys Background and Contribution
05:18 The Power of Global Connections
08:31 Foundations of Marketing and Branding
09:40 Cultural Intelligence and AI Limitations
10:31 Localisation and Cultural Nuances
15:14 Organisational Attitude and Flexibility
16:35 Proximity Bias in Large Economies
17:49 Freedom Within a Frame Framework
19:04 Kit Kat's Global Strategy
20:46 Kerry Gold's Adaptation to US Market
22:05 Global Brand Consistency
26:33 The Impact of AI on Global Branding
28:23 Cultural Nuances in Marketing
29:36 Anecdotes and Lessons Learned
Buy the book https://www.amazon.ie/Brand-Global-Adapt-Local-Cultures/dp/1398619825
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When Imen Zitouni started out, there was no Google. She literally taught Canadian businesses how to use a mouse. Fast forward twenty-five years, and she’s the Chief Marketing Officer at Intact Insurance, leading one of the most ambitious rebrands in the industry from RSA Insurance to Intact and shaping how marketing, data and innovation work together in a company of 30,000 people.
In this conversation, Imen joins Conor at Intact House in Dublin to talk about the twists and leaps that built her career. She tells the story of the seven PowerPoint slides that convinced CEO Charles Brindamour to start The Intact Lab, an experiment that began with seven people and now employs over a thousand specialists in data, AI and customer experience.
She explains what innovation really looks like inside a business built on managing risk. how you protect teams so they can experiment, why “failing fast” only works if you decide fast, and what it takes to turn ideas into impact.
You’ll also hear how she applies the same mindset to marketing and why “Technology gives you speed. Storytelling gives you meaning.” As well as how the global Intact rebrand was “not a marketing project, but a company-wide one.” and why she believes creativity in insurance starts with culture, not slogans.
It’s an honest, practical conversation about leadership, experimentation, and brand building from one of Canada’s most respected marketing executives recorded on the day the Intact name officially launched in Ireland, the UK and Europe
02:30 – Teaching people how to use a mouse (and falling in love with the internet)
04:50 – Lessons from agency life at Cassette
06:20 – The late-night call that brought her into insurance
08:00 – Finding purpose in a data-driven industry
09:45 – “I have an idea”: how The Intact Lab began
10:50 – Protecting teams to innovate
13:40 – The 30-day rule and rapid prototyping
15:10 – “Fail fast” only works with fast decisions
17:30 – Moving from Chief Digital Officer to CMO
20:10 – Mentorship and learning from Anne Fortin
23:00 – “Technology gives you speed. Storytelling gives you meaning.”
24:40 – The founders’ story: building values before brand
26:40 – Naming Intact and the red brackets
27:30 – Rebranding RSA: “not a marketing project — a company-wide one”
30:20 – Global consistency vs local freedom
33:10 – When “witty” means different things in different markets
37:00 – Building a household brand and resilient communities
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In this episode, we dive deep into the latest marketing trends and campaigns we start by discussing OpenAI's new brand campaign, evaluating its impact and effectiveness. The conversation transitions to the growing competition in the AI space between ChatGPT and Claude, highlighting user adoption and brand health metrics. The trio also explores the recent controversies faced by Tylenol and how brand trust plays a crucial role in weathering PR storms. Lastly, they touch on Ben Stiller's foray into the healthier soda market with Stiller Soda and analyze the potential market dynamics. The episode is packed with insightful data and expert opinions, offering a comprehensive look at current marketing strategies and brand health management.
02:30 OpenAI's New Brand Campaign
03:23 AI Competitors and Market Penetration
08:17 Emotional Advertising and Brand Loyalty
13:25 Tylenol's PR Crisis and Brand Trust
21:02 Ben Stiller's Entry into the Soft Drink Market
29:16 Year-End Reflections
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What happens when one of the world’s most opinionated marketing professors looks beyond 2025 and starts thinking about the 2030s?
In this unfiltered conversation, Mark Ritson joins Conor Byrne on That’s What I Call Marketing for a fast-moving, hilarious, and deeply practical chat about what marketers are getting wrong and what still works.
From pricing and profitability to AI and the Mini MBA, Ritson lays out the truths that most brands quietly ignore:
👉 The real reason discounting destroys long-term value.
👉 Why profitability, not revenue, is the measure that matters.
👉 How brand equity lets companies charge 30% more — and why few marketers understand margins.
👉 The coming decade of synthetic data, AI-driven planning, and marketing’s Thirties where the fundamentals still decide who wins.
We also dive into Ritson’s columns on Nestlé’s new CEO, brand consolidation, the chaos of AI branding, and his viral takes on Sydney Sweeney’s American Eagle ad. Expect blunt language, sharp analysis, and the kind of clarity only Ritson can deliver.
This is Ritson at full throttle cynical, evidence-based, and funny enough to make you forget you’re learning.
What You’ll Learn
Why pricing is the forgotten P — and marketers must reclaim it.
The psychological and financial damage of endless promotions.
What Nestlé’s portfolio clean-up reveals about focus and profit.
How the marketing profession lost the plot on creativity and strategy.
Why AI won’t kill marketing — it will expose who actually understands it.
The truth about the Mini MBA sale to Brave Bison and what’s next in the U.S.
⏱️ Episode Chapters
01:20 – Mark Ritson & his return to Dublin
03:00 – Why sold-out events show poor pricing strategy
04:30 – The hidden cost of discounting and brand devaluation
07:00 – How Kellogg’s proves the power of price premium
08:30 – Profitability vs. revenue: what marketers forget
10:20 – Why marketers must be part of pricing decisions
12:30 – Nestlé’s new CEO and the art of brand consolidation
15:00 – The 80/20 rule and why most portfolios are bloated
17:00 – “Kill a brand, keep a customer”: cutting smart
20:00 – Marketing talent and the future of brand management
22:00 – Have we over-hyped creativity?
23:00 – The 4Ps and why product and price still dominate
25:00 – Why marketers stop learning after launch
26:30 – “Strategy is the orgasm of marketing”
28:00 – OpenAI’s ad: a masterclass in bad branding
30:30 – The branding chaos in AI tools
31:50 – The “Thirties” lens: long-term change, not next-year fads
34:00 – What AI really means for marketers
36:00 – Why strong brands will still win in an AI world
38:00 – Synthetic data and the future of perfect marketing plans
40:30 – Sydney Sweeney, American Eagle & System1 scores
43:00 – Non-profits and the four Ps done right
46:00 – The Mini MBA sale & Brave Bison partnership
49:00 – The U.S. expansion plan with Adweek
51:00 – How success proved his own theories right
52:00 – On Ireland, Guinness, and the art of the deal
55:00 – Why Ireland outsmarted everyone in the EU
56:30 – Why Ritson never preps a talk — and why it works
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What happens when one of the world’s most innovative nonprofits starts thinking like a modern brand?
In this episode of That’s What I Call Marketing, Conor Byrne sits down with Brady Josephson, VP of Growth and Brand at Charity: Water, to talk about building a brand that competes for hearts, minds and wallets in the same arena as Nike or Netflix, but without their budgets.
They discuss how nonprofits can use brand tracking, future demand thinking, and marketing mix modelling to grow sustainably; how Charity Water turned trust into a growth engine; and why experimentation, intuition, and creativity matter more than ever.
In partnership with Tracksuit, the always-on brand tracking platform helping nonprofits measure what matters.
🎧 Subscribe for more conversations with marketing leaders: https://www.thatswhatIcallmarketing.com
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02:45 Brady’s path from teaching to purpose-driven marketing
05:30 The chip-on-the-shoulder moment: “How cute you work in nonprofit”
07:10 Solving the salary and perception problem with two bank accounts
09:00 The birth of Charity Water’s brand: intuition over focus groups
11:00 Proof, storytelling and tech: building Waterproof and donor trust
12:45 Rethinking competition — “We’re fighting Nike, not other nonprofits.”
15:00 From paid performance to brand tracking with Tracksuit
17:10 Future demand vs current demand: lessons from a plateau
19:45 Building brand salience when no one’s “in market”
21:00 How to run brand building on a limited budget
23:00 Experimentation, hypothesis thinking, and the difference between try, pilot, and test
27:20 Channel mix: why dominance matters more than diversification
31:10 TV, YouTube and MMM — what really drives donor acquisition
34:00 Segmentation, salience and Byron Sharp for nonprofits
36:00 The nonprofit plateau: learning from data, not instinct
37:10 AI, automation and the next frontier of giving
38:00 Brand trust and the simplicity of doing one thing brilliantly
41:00 Purpose, mastery, and marketing that matters
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PR isn't dead—it's evolved. And most brands are still playing by the old rulebook.
In this episode we sit down with three communications leaders to dissect how modern PR actually works: Pippa Doyle (Global PR at Whoop), Shireen McDonagh (Brand & Content at Legacy Communications), and Niamh Hopkins (Head of Consumer PR at Legacy).
This isn't theory. You'll hear the real story of how an agency changed a client's mind with a single email. Why Whoop runs exclusive events instead of chasing scale. How Krispy Kreme owned the news cycle in 24 hours when Leo Varadkar resigned. And why "freedom through structure" unlocks better creative than open-ended briefs.
If you're a marketer, brand leader, or agency professional wondering why your PR feels stuck in 2010, this conversation will rewire how you think about communications, content, and building brand fame in a cluttered market.
What You'll Learn:
Why PR should be renamed "communications" (and what that shift actually means)
The briefing framework that gets agencies to do their best work
How to turn one event into months of content across every channel
The truth about influencer numbers vs. engagement (and when each matters)
Why budget constraints unlock creativity instead of killing it
The "brand newsroom" model and who should be your editor-in-chief
How smaller brands can win with agility against bigger competitors
CHAPTERS:
00:00 - Introduction: The Evolution of PR
02:15 - Why "PR" Needs to Become "Communications"
04:25 - Case Study: How One Email Changed a Client's Mind
07:00 - What PR Actually Drives: Fame, Awareness & Word of Mouth
10:04 - Why Great Campaigns Start With Great Briefs
11:16 - The "Freedom Through Structure" Briefing Framework
13:14 - Why Budget Can Be a Beautiful Constraint
14:27 - Events as Content Machines, Not One-Day Moments
18:27 - Measuring Event Success: Beyond Who Showed Up
19:45 - Working With Influencers & Creators: Authenticity First
23:06 - Does Follower Count Actually Matter?
26:45 - Reactive Content Done Right: Aldi's Oasis & Krispy Kreme's Leo Moment
28:00 - The Brand Newsroom Model: Operating Like a Publisher
29:14 - Speed, Approvals & Team Alignment
32:05 - Practical Advice: Setting Up Your Comms Function for Success
37:52 - The Editor-in-Chief Role: Who Defends the Idea?
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PR has always been about influence. Coverage, credibility, shaping the conversation. But in 2025, PR is becoming something bigger: the infrastructure that powers discovery itself.
In this episode of That’s What I Call Marketing, we unpack the collision of PR, SEO, and brand building in the age of AI search. Google’s AI Overviews, ChatGPT, and other tools are no longer sending users to ten blue links. They’re generating answers directly in the results. And those answers don’t come from nowhere.
Research shows that 89% of AI summaries trace back to earned media sources. Trusted outlets. Independent stories. Journalism that carries weight. Which means PR isn’t just a “nice to have” for reputation anymore — it’s becoming the raw material that decides whether your brand even shows up in the customer journey.
Across this conversation, we explore what that means for marketers:
This isn’t a theoretical debate. It’s a frontline look at how PR is changing, why credibility is the most valuable currency in marketing, and what teams need to do to stay visible in a world where discovery is shifting beneath our feet.
If you care about where marketing is going, how to keep your brand discoverable, and why PR is entering a new golden age, this is the episode for you.
1:50 – The “oh shit” moment: Google AI Overviews
7:48 – PR as trust signals in AI
13:01 – Discovery beyond Google
15:35 – Blogs still matter
23:17 – Attribution is broken
31:22 – SEO becomes a brand function
44:08 – Writing for bots, not humans
49:20 – Don’t chase every shiny channel
57:00 – Building a Legacy
The Building A Legacy Series are in partnership with Legacy Communications
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Discover the challenges and strategies of leading brands such as Diageo and Indeed in navigating marketing spend and efficiency. Explore the rise and fall of BrewDog within the competitive beer category. Celebrate the unexpected but impactful engagement of Taylor Swift and Kansas City Chiefs' Travis Kelce, and the buzz around Gordon Ramsay's new Wagyu burger collaboration with Burger King. With expert analysis from Tracksuit this episode is packed with valuable insights for marketers navigating a rapidly changing landscape. Don't miss out on these compelling stories rooted in brand data and strategy!
02:43 Marketing Strategies of Major Brands
04:40 Balancing Efficiency and Brand Building
06:13 The Role of AI and Organic Channels
06:32 Case Study: Indeed's Marketing Approach
08:42 Historical Evidence on Marketing Cuts
17:11 BrewDog's Market Performance
20:07 BrewDog's Brand Health and Challenges
20:35 BrewDog's Rebranding and Market Position
21:12 Cultural Impact on BrewDog's Brand
23:24 BrewDog's Competition and Strategic Moves
25:46 Taylor Swift and Kansas City Chiefs: A Brand Collaboration
32:50 Gordon Ramsey and Burger King Collaboration
Find the hosts:
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An in-depth conversation with the legendary Sir John Hegarty. Renowned for his groundbreaking work in advertising, Sir John shares his invaluable insights on the evolution of marketing, the role of creativity, and the future impact of AI on the industry. We explore Sir John's early career challenges, including being fired from his first job, and how these setbacks fueled his persistence and success.
Hear John talk about the campaign he loves, the one no one talks about as well as fascinating anecdotes behind iconic campaigns like Levi's 'Laundrette' and understand the magic behind their creation.
Discover why Sir John believes that creativity is the lifeblood of innovation and how companies can harness it for exponential growth. Learn about the importance of experimentation and the pitfalls of relying solely on data and algorithms.
This episode is a treasure trove of wisdom for anyone passionate about marketing, advertising, and creativity. Don't miss out on this opportunity to gain knowledge from one of the greatest minds in the industry.
00:58 Introducing Sir John Hegerty
01:17 The Knighthood Experience
03:27 Early Career Challenges
04:19 The Power of Failure
06:59 The Creative Revolution in Advertising
12:29 Iconic Campaigns and Their Impact
26:14 The Role of Humor and Testing in Advertising
34:00 The Importance of Creativity in Business
35:58 The Future of Marketing and Creativity
36:15 Stalking and Modern Advertising
37:18 The Role of AI in Marketing
39:00 Product Demonstration and AI
40:08 The CMO's New Role
42:02 The Importance of Creativity
44:41 Creativity in Business
46:29 The Impact of AI on Jobs
48:47 Experimentation and Fun in Marketing
55:22 Challenges and Fear in Marketing
01:04:20 Reflecting on a Legacy
Find out more about Sir John's course here
Visit That's What I Call Marketing here
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Kaveri Camire, the Chief Marketing Officer (CMO) of DXC Technologies, to delve into the multifaceted world of B2B marketing. Kaveri shares her impressive 20-year career journey at IBM and the significant transition to her current role. The conversation explores various themes, including brand positioning, international marketing, corporate culture, and the adoption of AI in marketing strategies. Kaveri emphasises the importance of building personal and professional narratives and how that helps frame new market categories. The discussion covers her hands-on approach to team building, the challenges of navigating large organisations, and her methodologies for driving growth and innovation through data-driven decisions. Kaveri also touches upon notable client partnerships, the intrinsic value of human connection in business, and the power of effective storytelling.
05:00 Lessons from IBM: Innovation, Global Operations, and Market Categories
08:30 Kaveri’s Role at DXC Technologies: Brand Positioning and Growth
10:00 Navigating Large Organizations: The Power of Humility and Networking
14:50 Experimentation in Marketing: Start Small and Scale
18:30 The Importance of Face-to-Face Meetings: Learning from Global Teams
22:50 Getting to Know the Company: Aligning with Sales and Offering Leaders
28:30 Customer Relationship Management: Listening and Innovating [30:00] Real-world Applications: Success Stories with Key Clients
36:00 Business Value of Sponsorships: Client-led Value in Partnerships
42:02 Strategic partnerships and sponsorships
45:38 Challenges and advice for CMOs
Don't forget to like, share, and subscribe to help us reach a wider audience!
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B2B marketing doesn’t have to be boring. In this episode, we unpack how creativity drives measurable B2B growth—uniting brand and demand, scaling global ideas locally, proving ROI, and using AI where it actually moves the needle. You’ll hear from Salesforce’s APAC marketing leader and Cannes Lions Creative B2B jury president on the playbook behind human-to-human work that fills pipelines, not just decks.
What you’ll learn
Who this episode is for
B2B CMOs, VPs, and growth leaders who need to scale creativity, prove impact, and translate global platforms into local results—without losing speed.
02:15 Episode starts • hello, Cannes context, setting the agenda.
03:15 Agency lessons in SE Asia • Mindshare perspective.
04:46 Operating in 185+ markets • global expansion as a career crucible.
05:49 Head-down, hands-dirty growth • owning your voice.
08:44 Sponsorship over self-promotion • lifting others as a leader.
16:48 How to land in new markets • agents, on-ground research, and digital sales.
18:28 Weekly stack-ranking 185 markets • what to optimise and when.
21:03 Sliding-doors into Salesforce • building the SE Asia marketing team.
22:16 Why Jakarta matters • local talent and skills on the rise.
23:44 The 70/30 rule • global platforms, local edge + customer story library.
24:56 The B2B decade • creativity, buying groups of ~23, and being human.
26:05 Brands getting B2B right • Workday, ServiceNow, Canva.
31:44 Measurement that matters • include brand spend in the business case.
33:15 AI that actually helps • targeting, segmentation, “20-minute” agents.
35:18 Future talent in an AI world • learning without losing the craft.
37:22 Cannes 2025 takeaways • best year yet for Creative B2B; emotion rises.
38:44 From token purpose to real value • long-term, business-backed impact.
51:41 Mentoring future female leaders •.
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The fastest way to grow 17 brands might be to advertise one.
Kellogg’s made a deliberate shift from spreading budget across 17 sub-brands to backing the masterbrand—reviving underused distinctive assets (hello, Cornelius), aligning a region on one idea, and building a creative platform with swagger. “Ultimately, a brand is a promise.”
What this episode covers:
01:36 Kellogg's Legacy and Marketing Philosophy
02:19 The Power of the Kellogg Master Brand
06:20 Building Internal Alignment
12:06 Global to Local Marketing Challenges
20:44 Reviving Cornelius the Rooster
24:20 Discovering Cornelius: The Strong DBA Asset
25:08 The Role of Music in Advertising
28:36 The Journey of Marketing Transformation
32:46 Facing the Challenge of Own Label Brands
37:19 The Power of Creativity and Brand Identity
39:25 Measuring Success and Future Plans
44:22 A Defining Moment for the Brand
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In this episode of 'The Singles,' we explore a range of exciting topics, from analyzing American Eagle's controversial Sydney Sweeney ad to uncovering the growth behind the British Grand Prix. We also delve into Lavazza's heartwarming coffee campaigns and discuss the unpredictable virality of internet sensations, including the 'Ibiza Final Boss.' Get ready for data-backed insights, hilarious moments, and a whole lot of marketing wisdom. Don't forget to like, share, and review to help us reach more listeners in the ever-changing podcasting landscape. Tune in now for an unmissable episode!
03:12 American Eagle and Sydney Sweeney Controversy
15:38 British Grand Prix and Formula One Insights
23:45 Lavazza's Emotional Coffee Campaign
29:10 Cultural Moments and Reactive Marketing
35:35 Jet2 Holidays and Brand Perception
Find the hosts:
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The RealReal has become the world’s largest authenticated luxury resale platform — with 38 million members, over 40 million items sold, and a brand people can’t stop talking about. But how did they get here? And why are they winning the luxury resale game while so many others fade out?
In this episode of That’s What I Call Marketing, Caroline shares the creative strategies, brand values, and bold moves that have propelled The RealReal to the top. From her start in luxury hospitality at Ritz-Carlton to leading marketing for one of fashion’s most disruptive players, she reveals what it takes to build trust, scale a community, and stand out in a crowded market.
Inside this episode:
💥Values as a competitive advantage – The gold standards from Ritz-Carlton that still shape Caroline’s leadership today.
💥Campaigns that cut through – If You Love Me, Let It Go and Ask Yourself What’s Real, and why the insights behind them matter.
💥Going where you’re invited – Why Substack became an unlikely but powerful growth channel.
💥Creators done differently – Letting influencers tell the story in their own way.
💥Authenticity in the age of counterfeits – How The RealReal tackles trust head-on in a market flooded with fakes.
💥 The future of resale – Growth, expansion, and why personal style beats algorithms.
Whether you work in marketing, luxury, or sustainability, this episode gives you a behind-the-scenes look at how a brand can win by being clear on its values, obsessive about experience, and bold in its creative choices.
📌 Subscribe for more conversations with marketing leaders.
2:12 – Caroline’s career path: from consulting to luxury hospitality
3:09 – Gold Standards: the Ritz-Carlton values that shaped her approach
4:36 – Bringing hospitality mindset into The RealReal’s DNA
5:20 – The RealReal’s mission: sustainability, access & personal style
6:20 – Building a member-first community in a resale marketplace
7:00 – Going where you’re invited: why The RealReal invested in Substack
8:05 – Meet “The Real Girl”: storytelling meets resale market insights
8:42 – Campaign spotlight: If You Love Me, Let It Go – giving customers permission to sell
10:37 – Tackling counterfeits with Ask Yourself What’s Real
12:52 – Inside the creative setup: in-house team & trusted agency partners
14:12 – Shifting from bottom-funnel to full-funnel marketing
15:06 – Creator partnerships: letting influencers tell the story their way
18:39 – Why trust matters more than follower count
20:09 – AI, search, and keeping cultural fluency at the core
22:56 – Why customer experience is still the ultimate growth driver
23:10 – Future of The RealReal: growth, stores & personal style journeys
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In this captivating experiment, we bring together ChatGPT and Claude to channel the thoughts and strategies of renowned marketing experts Mark Ritson, Byron Sharp, Scott Galloway, and James Hurman. This episode dives deep into hotly debated marketing principles such as segmentation, targeting, and positioning, the myth or necessity of differentiation, and the optimal balance between brand building and performance marketing. From exploring whether traditional marketing models are outdated to discussing the importance of mental availability and brand distinctiveness, ChatGPT and Claude provide unique perspectives by embodying famous thought leaders. You'll hear strong arguments on both sides, including detailed strategies for brands with limited budgets and insights on how AI is transforming the world of search. Is differentiation essential, or is distinctiveness the key to brand success? Should marketers focus on broad reach or targeted campaigns? How will AI reshape the landscape of consumer interactions and search? Join us as we address these questions and more in a compelling AI-driven debate. Don't miss the chance to see which AI delivers a more convincing argument and what real marketing heavyweights might think of their digital counterparts. Share your thoughts on who you believe was the better debater—ChatGPT or Claude? Tune in to find out.
00:00 – Intro: Robots Debate Marketing
00:47 – Why this matters
01:32 – Meet ChatGPT & Claude
02:22 – STP: Outdated or essential?
02:52 – Differentiation vs Distinctiveness
03:46 – Reach or segments?
04:29 – What should small brands do?
05:16 – Budget advice: Claude vs ChatGPT
06:49 – Do great brands advertise?
08:01 – Galloway vs Hurman
09:20 – What to tell a CFO
10:45 – Are you contradicting yourself?
11:52 – Innovation vs advertising
12:23 – €1M plan for challenger brands
13:49 – Fame first, clicks second
14:44 – How AI changes search
15:56 – If you're not in the model, you don't exist
16:24 – Final thoughts
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What does it really take to bring brand into the boardroom—and keep it there?
In this episode of That’s What I Call Marketing, I sit down with Matt Herbert, co-founder of Tracksuit, for a conversation that moves fast—just like the rocket ship he’s helping build. We talk Series B funding, global expansion (from Bondi to Brooklyn), burnout, brand belief, and why Tracksuit is obsessed with making brand tracking a business conversation, not just a marketing one.
If you're trying to bridge the gap between marketing and the C-suite, or building a brand with B2B swagger, this one's for you.
03:10 – The Series B journey: months in the making
04:30 – How Tracksuit scaled intentionally (and why they waited)
06:20 – Lessons from cracking the US market
08:15 – Why agencies matter to Tracksuit's model
09:35 – Brand health: When awareness is high but trust is low
11:05 – Airbnb, Hilton & what brand data reveals
12:25 – Making brand a boardroom conversation
13:45 – What the C-suite really needs to hear from marketing
15:20 – Instacart's 3-year journey to full-funnel marketing
17:10 – Don’t convince—connect: Learning to speak CFO
18:45 – Brand building for B2B: How Tracksuit lives its own advice
20:00 – Scaling culture without losing yourself
21:50 – Hiring right: From whiteboards to value systems
24:00 – Growing internationally without losing local nuance
26:15 – Why localisation is more than just translation
27:45 – The burnout no one sees: Leading through the scale-up phase
30:00 – Connection, clarity, courage: The Tracksuit leadership triangle
31:20 – Making market research aspirational (yes, really)
32:30 – Final thoughts: Doing serious work, without taking yourself too seriously
🎙️ Guest:
Matt Herbert, Co-Founder of Tracksuit
🎧 Host:
Conor Byrne
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